As a dentist, thriving with an out-of-network practice is not only possible but can be incredibly rewarding. This guide will show you how to achieve success by focusing on four key areas: enhancing verbal skills to communicate the value of your services, positioning your brand to attract the right patients, implementing strategic marketing to reach your target audience, and refining the new patient experience to ensure satisfaction and retention. By optimizing these aspects, you can build a flourishing out-of-network dental practice.
The Benefits of Going Out of Network
Operating as an out-of-network practice, also known as fee-for-service, concierge, or cash pay, can open doors to a more flexible and rewarding dental practice model. This approach allows you to provide personalized care without the constraints of insurance limitations. Embracing this model empowers you to focus on high-quality treatments, build stronger patient relationships, and set your own fees, leading to greater professional satisfaction and financial success.
The Unrestricted Dental Practice
Grace Rizza, CEO of Identity Dental Marketing, recommends referring to your practice as an “unrestricted practice” instead of “out of network” or “fee for service.” This emphasizes the freedom and flexibility of your services, appealing more positively to patients. The term “unrestricted practice” highlights the absence of limitations imposed by insurance companies, conveying that your practice prioritizes personalized care and high-quality treatment options. Another great term is “concierge dental practice,” which implies a focus on quality, personalized care.
Patient Inquiry Example:
Patient: Are you in-network with my insurance?
Receptionist: We actually operate as an unrestricted practice. This means that while we accept and work with most insurance plans, we are not limited by the restrictions of being an in-network provider. This allows us to present treatment options that are truly in your best interest, without any limitations.
For your first new patient appointment, you’ll only pay $99. This includes a comprehensive exam and a detailed treatment plan. We’ll also break down your insurance coverage during the appointment to give you a clear idea of what to expect financially.
Additionally, we offer a concierge dental plan, a membership program designed to make high-quality dentistry affordable for our patients. We’ll discuss all these options with you during your visit to ensure you get the best care possible.
Scheduling Cleanings and Encouraging Treatment
Grace Rizza recommends including a cleaning on the same day as a patient's first visit, provided your team can accommodate it. This enhances patient satisfaction and streamlines their care. If a standard cleaning isn’t suitable due to periodontal disease, consider offering a $50 discount on any periodontal treatment scheduled on the day of their initial visit. This strategy addresses immediate health needs and incentivizes patients to begin necessary treatments promptly.
Patient Inquiry Example:
Patient: Will I get a cleaning that day?
Receptionist: During your first visit, we will schedule time for a cleaning. However, if periodontal disease is present, we won’t be able to perform a standard cleaning. Instead, we can schedule the necessary treatment for that condition and offer a $50 discount if you choose to schedule this treatment at the same time as your initial appointment. Our goal is to help manage any active periodontal disease to prevent progression and tooth loss. Would you like to learn more about our comfort amenities and what to expect during your first visit?
Pre-Selling Your Dental Practice
Pre-selling in dentistry involves your team effectively communicating why a patient should choose your practice. This means anyone who interacts with patients should be well-versed in your Unique Selling Proposition (USP) and the specific reasons why patients will love your practice. By mastering pre-selling, your team can build trust and confidence in potential patients even before they set foot in your office.
Dental Team Member Questions:
What has led to your call today?
Who can we thank for referring you?
What is most important to you when choosing a dentist?
Receptionist Example:
Patient: I haven’t been to the dentist in a while and I’m really nervous about it.
Receptionist: We completely understand, and we’re so glad you reached out to us. Our team would love to be the reason you return to the dentist and regain a healthy oral care routine. We’ve helped many patients just like you who have faced dental discomfort or fear. We offer various comfort amenities like cozy blankets, soothing music, and even sedation options if needed. Our approach is different because we focus on creating a welcoming and judgment-free environment. Here, there are no lectures and no shame. We go to great lengths to ensure your overall comfort, from the moment you walk in the door to the time you leave. Your comfort and confidence are our top priorities, and we look forward to making your visit as pleasant and stress-free as possible.
Sales in Dentistry
Sales in dentistry is about getting a patient to want the dentistry they need. If your team can ask the right questions and build value in your specific processes and strengths, patients will be in a position to want the care they need.
What's Next?
Online scheduling, strong brand positioning, and digital marketing are essential for gaining momentum in your fee-for-service dental practice. To help you succeed, claim your complimentary marketing planning session with Grace at identitydental.com/grace. During this call, Grace or a team member will help you understand the marketing you need to thrive as an out-of-network practice.